SOFTSWISS has urged operators to take a structured, compliance-led approach when selecting games for expansion.
The supplier expressed that operators repeatedly face the same issues when entering new jurisdictions: complex regulation, poorly matched portfolios and weak localisation.
According to Tatyana Kaminskaya, Head of Operations at the SOFTSWISS, these gaps often lead to delayed launches, compliance risks and underperforming content.
Kaminskaya outlines seven core steps operators should complete before signing agreements or integrating games. These include verifying certification requirements, reviewing RTP limits, understanding promotional restrictions and aligning content with local player preferences. Ignoring regulatory standards, she warns, can result in fines, content removal or licence complications.
Kaminskaya noted: “Game selection for a new market is a long-term, data-driven process that supports risk mitigation and helps operators achieve sustainable growth and engagement over time.
“Through years of working across multiple jurisdictions and markets, SOFTSWISS has gained a strong understanding of the strategic levers behind successful portfolio development.
“This expertise has shaped a structured approach that we share with operators as a practical reference.”
A key theme is portfolio balance. Rather than replicating existing game mixes, operators are advised to combine proven global titles with content tailored to local demand. This requires market-level data on volatility trends, mechanics, themes and payment behaviour. Kaminskaya stresses that expansion should not rely on assumptions or supplier popularity alone.
The strategy also prioritises performance tracking after launch. Operators are encouraged to use analytics to monitor engagement, adjust positioning and refine promotional activity. Portfolio optimisation, segmentation and data-led campaign planning are positioned as ongoing processes rather than one-time launch tasks.
